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Below are some of my favorite headlines - that I remember and have assets for. I gotta get better at saving work, I’m sure we all do. Anyway, I love these lines for different reasons, but mostly because they were fun to write and each conveys the right attitude for the right medium or moment in time.
#1 : It’s okay to judge - We’re supposed to be nice and kind and do all the other stuff mom said but once every four years, during figure skating of all things, we get to be as judgy as we want.
#2 : Corn-fed - simple but complex, just like the whiskey it was written for. A local ad for Jim Beam in Indiana. Indiana being one of the leading corn producers, Jim Beam being made with corn, it all cam together in one pithy line. Not to mention growing up in the Mid-West if you want to be a revered you better eat your 4th of July corn.
#3 : Some things are better shared. These are not those things. - The brief for Taco Bells Loaded Grilles said they were appetizers for one. The headline is a bit long but it takes advantage of the digital media space to perfectly cut the length in two halves, a setup and a payoff.
It's okay to judge
Of all the headlines I’ve written, this is my favorite. We’re supposed to be nice and not judge others, but once every four years, during figure skating of all things, we can all be as judgy as we want.